Unicommerce, a leading e-commerce enablement platform, is looking to tap into new growth areas such as customer loyalty programmes and advertising technology (ad-tech) solutions. As online orders continue to rise, especially through the quick commerce sector, Unicommerce is exploring opportunities to expand its services and strengthen its position in the growing e-commerce value chain.

The company’s Managing Director and CEO, Mr. Kapil Makhija, discussed how the e-commerce value chain consists of three key layers: customer engagement, transaction processing, and order fulfilment. Unicommerce has already established itself in transaction processing, assisting brands in managing orders across multiple platforms. However, as e-commerce brands expand and increase their digital footprint, it is crucial to also optimize advertising spending on major platforms such as Google, Facebook, Amazon, and Flipkart.

Strategic Acquisitions and Future Growth

Unicommerce has already begun to diversify its offerings with strategic acquisitions, the first of which was the acquisition of Convertway, a marketing automation platform. This move marks Unicommerce’s entry into the customer engagement layer of the e-commerce value chain, enabling it to offer targeted marketing campaigns and capture valuable visitor data. This positions Unicommerce as a comprehensive platform for e-commerce brands looking to optimize customer engagement and drive loyalty.

Additionally, in 2023, Unicommerce acquired a 42.76% stake in Shipway, a logistics management company, for Rs. 68.4 crore (US$ 7.86 million) in cash, with plans to acquire the remaining stake through a stock swap. Shipway offers courier aggregation and shipping automation solutions, further enhancing Unicommerce’s suite of offerings for e-commerce businesses.

Omnichannel Loyalty Programmes

As digital brands continue to expand into physical retail, Unicommerce sees omnichannel loyalty programmes as a promising avenue for growth. With its expanding portfolio of acquisitions and services, Unicommerce plans to offer a seamless experience for e-commerce businesses looking to build and maintain customer loyalty across both digital and physical platforms.

E-Commerce Market Growth

India’s e-commerce market is set to experience explosive growth. According to projections, the market will surpass Rs. 13,91,840 crore (US$ 160 billion) by 2028, up from an estimated Rs. 4,95,843 crore to Rs. 5,21,940 crore (US$ 57–60 billion) in 2023. Unicommerce serves over 7,000 clients across India, Southeast Asia, and the Middle East, positioning itself to benefit from the expanding market.

Quick Commerce’s Role in Growth

A key driver of Unicommerce’s growth has been the rise of quick commerce. The company attributes a significant portion of its 26.1% YoY revenue growth in Q3 FY24 to the rapid expansion of quick commerce, which demands more efficient and streamlined order fulfillment processes. Additionally, the company’s net profit surged by 62.3% during the same period, reflecting its ability to scale efficiently in the competitive market.

Conclusion

With a focus on loyalty programmes, ad-tech, and strategic acquisitions, Unicommerce is positioning itself as a one-stop shop for e-commerce enablement. As India’s e-commerce market continues to grow at a rapid pace, Unicommerce’s ability to provide a comprehensive suite of solutions will be crucial in meeting the evolving needs of businesses in the digital space. Quick commerce, in particular, will continue to play a pivotal role in driving growth for the platform as it expands its reach and services.

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